The Napa Valley Destination Council is the lead agency for tourism and destination marketing in Napa County and is in the process of conducting a current survey.  Please visit them at www.LegendaryNapaValley.com.

Romantic
Nearly 80% of the households of travelers to Napa County are comprised of couples. Over 60% have no children at home, including young couples with no children and older persons whose children have left home.

Wealthier
The Average household income is $167,000 (almost 7 times the $24,000 national average).

Educated
Our Visitors are highly educated (43% are college graduates and a full 21% have master degrees)

Older
More than half (54%) of all visitors are ages 25-44 with an additional 17% from the ages 45-54 age group and another 14% from the 55-64 age group. Eight percent are over 65.

Number of Visitors
4.9 Million Annual Visitors
3.2 Million are Day Visitors
1.7 Million are Overnight Visitors

Business Visitors: 1.7 Million

Geographically Diverse
31% are from Northern California
5% are from Southern California
17.5% from East Coast
17.5% from Midwest
17.5% from Southern United States
11.5% are from Foreign Countries:
   1. Canada, 2. Germany, 3. United Kingdom, 4. Japan, 5. Australia

Average Length of Stay: 2.9 Days
Year-Round Visitation: Jan-Mar 27%; Apr-Jun 17%; Jul-Sept 38%; Oct-Dec 17%

Number of Hotel Rooms: 5,036 (200+ Rooms Under Construction)

Average Daily Spending
Day Visitor: $195.00
Overnight Visitor: $300.00
Average Hotel Rate: $150.00

Lodging Projects
-Full Service or Resort: 38%
-Limited Service: 54%
-Bed & Breakfast: 8%

Reasons for Leisure Visit
Just Relax: 69%
Sightsee: 56%
Shop: 49%
Picnic: 28%
Historic Site: 25%
Hike/Camp: 18%
Spa/Mudbath: 17%
Art Gallery: 11%
Wildlife Viewing: 6%
Bicycle Ride: 6%
Golf: 5%

Product Mix of Existing & Approved Lodging Projects
-Full Service or Resort: 38%
-Limited Service: 54%
-Bed & Breakfast: 8%

Reasons for Leisure Visit
Just Relax: 69%
Sightsee: 56%
Shop: 49%
Picnic: 28%
Historic Site: 25%
Hike/Camp: 18%
Spa/Mudbath: 17%
Art Gallery: 11%
Wildlife Viewing: 6%
Bicycle Ride: 6%
Golf: 5%